Fredy Pascal
Hey, it's me
Available

Driving innovation0 → 1 and

Illustrated portrait of Fredy Pascal

optimisation 1 → 2— from discovery to shipped product.

I generate user and business value with deep strategic research to tested shipped design.

12Yrs04Countries

Begin the story

0106

01
The person

Italian by birth.
Tiramisù-certified
by passion.

I'm Fredy, Principal CX Strategist and Designer. Born in the heart of the Alps. Grew up battling in Pokémon games and getting lost in Tolkien and Star Wars worlds. Now the professional part —

My design philosophy is guided by a single north star: improving lives through meaningful innovation. A multidisciplinary background — UX, social services, engineering, psychology, project management — to create inclusive systems tailored to users' true needs.

I don't wait for directives — I proactively drive decisions, sharing insights from practical research and experimentation. Innovation thrives on collaboration and knowledge-sharing.

Roles I step into

01CX Journeys Manager
02UX & Business Strategist
03UX & Service Designer Specialist
04Design & Research Ops
05UX Researcher & Experimenter
06AI Solutions Strategist
CERTCredentials & methods
06 on file
№ 001✓

Job To Be Done

Practitionermethod
№ 002✓

Certified OOUX Strategist

Practitionermethod
№ 003✓

Journeys Management

Practitionermethod
№ 004✓

AI Agents (GEAR)

Practitionermethod
№ 005✓

Business Testing

Practitionermethod
№ 006✓

Google Agents certifications

Verifiedcredential
Operating principles

For every situation,
I always ask these questions.

  1. 01

    The Problem

    What user or business needs are we solving?

  2. 02

    The Value

    Why focus on this over everything else?

  3. 03

    The Approach

    What are our options to solve it?

  4. 04

    The Impact

    What outcomes do we expect to see?

02
The numbers

Meaningful impact through user-centered design and deep strategic research.

Valuable, usable solutions from deep strategic research — that enhance experiences while unlocking revenue, reducing costs and delivering measurable savings.

01
+50%
intake completion

Designed and delivered 5 quick wins in 3 months by mapping the mental health journey through service blueprint analysis with doctors and members.

02
−30%
drop-off rate

Launched a drop-off survey to understand why members were quitting, then recommended five solutions aimed at increasing doctor consultations by 30%.

03
−60%
waiting time

Redesigned the member journey to eliminate four manual hand-offs, implementing two solutions that free up space for other patients.

04
200k
€ / yr revenue

Spent a year with the lead PM strategically launching a home renovation service across five European countries, navigating diverse regulations and subsidies.

05
80k
€ / yr saved with AI

Designed and delivered three Generative AI solutions for HR experts, automating low-value tasks so they can focus on human connection.

06
700k
€ cost savings

Through analysis of two core customer journeys, I identified 35 opportunities that directly reduced drop-offs and lowered operational costs.

03
Projects & Methods

Selected projects, told throughfour lenses.

From framing the problem to shipping the product — pick a lens, then open a project.

Framing the problem, mapping the system, betting on the right opportunities from deep strategic research to tested shipped design

Strategy: The Opportunities
Tactic: The craft

Driven by a deep, front-to-back understanding of the end-to-end journey. I lead projects from start to finish — ensuring the final experience in the product or service meets a high standard of quality.

150+ research studies in a single year — informing company strategy.

I

Strategy

Design the right thing.

  1. 00

    Journeys Management

    Prioritize journeys measuring KPIs.

  2. 01

    Discovery

    Answer low-confidence & riskiest questions.

  3. 02

    Define

    User & business opportunities surfaced.

  4. 03

    Prioritize

    The most impactful opportunities first.

  5. 04

    Ideate

    Possible to-be journeys covering unmet needs.

  6. 05

    Experiment

    De-risk assumptions with concept testing.

  7. 06

    Prepare

    Get the work ready for implementation.

II

Tactic

Design the thing right.

  1. 00

    Exp. Design

    Front-to-back user flow and journey design.

  2. 01

    UI Design

    Information architecture & interactions.

  3. 02

    Testing

    Processes, sub-flows, logics, tasks.

  4. 03

    Refinement

    Iterate and prepare for implementation.

  5. 04

    Specs

    Write user stories & requirements.

  6. 05

    Deliver

    Support engineers to ship the solution.

The deliverables

When delivering high-quality work for maximum impact.

Four phases, each with its own strategic objective and a set of artifacts engineered to compound value across discovery, build and ship.

  • Strategic objective

    Establish a shared 'North Star' vision, validate market opportunities, and uncover deep, objective user behaviors while mitigating social desirability and confirmation bias.

    1. 01
      Scope Framing & Unanswered Questions Backlog

      A living repository of baseline assumptions, knowledge gaps, and high-risk unknowns that serves as the strategic intake and prioritizes immediate research activities.

      Example output

    2. 02
      Unfiltered Market & Explorative Insights Report

      A synthesis of deep user research and competitive landscaping, prioritizing raw behavioral evidence (e.g., organic data from public forums, observation) over self-reported data to reveal true friction points and market gaps.

      Example output

    3. 03
      Tri-Factor Opportunity Backlog

      A prioritized matrix of product opportunities evaluated against three core criteria: user desirability, technical feasibility (including AI/LLM capabilities), and business viability.

      Example output

    4. 04
      Strategic Experience Roadmap

      A chronological, outcome-based roadmap that sequences product milestones by user value and strategic business impact, rather than just feature lists.

      Example output

    5. 05
      Current-State Ecosystem & Blueprint Architecture

      Macro-level maps (Jobs-to-be-Done, User Journeys, and System Ecosystems) that diagnose the current experience, explicitly surfacing internal operational bottlenecks, data silos, and user friction.

      Example output

    6. 06
      Journeys Management & KPIs measurement

      A continuous measurement framework that tracks journey-level KPIs, identifies underperforming touchpoints, and prioritizes improvement initiatives based on quantified business and user impact.

      Example output

All of this is enhanced today with the support of AI agents and a personalized AI trained on my own knowledge — working alongside me.

Core skills in design, research, business, AI, tech and stakeholder management.

Growing in the fields of Artificial Intelligence, leadership, and influencing strategic decisions with data.

  • Systems thinking & complexity navigation
  • Service ecosystem mapping
  • Value proposition design
  • Business model design
  • Policy and regulatory context awareness
  • Strategic foresight & speculative design
  • Opportunities roadmap prioritization
  • Object Oriented User Experience (OOUX)
  • End-to-end service blueprinting & journey design
  • User journey orchestration & ops
  • Multi-channel / omni-channel service design
  • Designing for service moments (front/backstage)
  • UI Design: IA, interactions, visual, content
  • Holistic prototyping (Low → High fidelity)
  • Concept prototyping using AI tools
  • Mixed-method user research (quant + qual)
  • Contextual inquiry & ethnographic methods
  • Research operations and governance
  • Synthesizing insights to strategic implications
  • Insights repository management
  • Testing hypotheses with service prototypes
  • KPI frameworks for experimentation
  • Opportunity design impacting business outcomes
  • Executive and cross-functional workshops
  • Co-creation with users, staff, and partners
  • Conflict mediation and alignment building
  • Storytelling for influence and clarity
  • Visual facilitation and live systems mapping
  • Driving consensus in politically complex orgs
  • Leading multi-disciplinary teams (Design, Product, Ops, Policy)
  • Influencing executive stakeholders
  • Advocacy for user needs within delivery contexts
  • Voice of the user in board-level decisions
  • Design humility and curiosity
  • Comfort with ambiguity
  • Outcome orientation, not just deliverables
  • Strong narrative framing abilities

The toolkit

Expert in key design tools to shape the vision.

FigmaGemini ProLovableAntigravityGoogle AI StudioDevinci ResolveAdobe CCNotionFigmaGemini ProLovableAntigravityGoogle AI StudioDevinci ResolveAdobe CCNotionFigmaGemini ProLovableAntigravityGoogle AI StudioDevinci ResolveAdobe CCNotionFigmaGemini ProLovableAntigravityGoogle AI StudioDevinci ResolveAdobe CCNotion
04
The marketplace

AI products & processes, built to be used.

A small marketplace of working tools and processes I've shipped with AI — built with Lovable and Figma Make. Open, try, steal the ideas.

04.02Playbooks

Playbooks I've written.

Methods and frameworks distilled from years of shipping — printable, shareable, and ready to run.

— featured —

The AI UX Design Toolkit.

A complete guide to crafting AI experiences people love — 13 sections, 200 principles, 9 core parts. Plus an AI Suitability Calculator to pressure-test the fit.

10k

views in the
first day

Open the toolkit
The AI UX Design Toolkit — a complete guide to human-centered AI design
05
The voices

Feedback that fuels the craft.

01/08

voices from peers

— recognition —

Awarded Design Dynamo by SAP.

A 2023 Certificate of Recognition from SAP's Chief Design Officer — celebrating next-level passion for craft and community.

SAP Design Dynamo Certificate of Recognition awarded to Fredy Pascal, December 2023